Reasoned action theory: an application to alcohol‐free beer

Observes that between 1985 and 1989 consumption of low‐alcohol and alcohol‐free beer grew by over 500 per cent, yet expectations of a large and expanding market into the 1990s were not fulfilled, partly because of economic downturn. Explains that as the economy recovers, some brewers are anticipating renewed growth. Reports an application of reasoned action theory to the roles of attitudes, norms, behavioural control and habit in predicting behavioural intention regarding consumption of alcohol‐free beer, in the very different market environment of the 1990s. Details how data were collected by means of a postal questionnaire, which revealed, unexpectedly, that not getting drunk was not found to be an important predictor of intention, and, instead, behavioural intention was chiefly determined by beliefs concerning taste and health. Also discovered that normative influences, especially friends for non‐users and family for users, were secondary predictors, and that neither habit nor perceived behavioural control added to the efficacy of the model. Concludes, however, that this does not necessarily negate the potential value of perceived behavioural control, and makes some suggestions for the practical application of the findings to marketing strategy.